Bridging the Gap between Marketing & IT with Customer Identity & Access Management

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Bridging the Gap between Marketing & IT with Customer Identity & Access Management

CMOs’ technology budgets are expected to increase 10x over the next 10 years (CMO Club & IBM) as they’re tasked with mining the insights necessary to reach customers with relevant content across channels and campaigns – but they can’t go it alone. This quest has major technical requirements and implications when it comes to IT concerns like privacy, scalability and security.

As customer data and digital experiences become the linchpins of business success, there is an unprecedented need for marketing and IT to come together. Bridging this age-old gap requires a purpose-built customer identity and access management (CIAM) solution that equally addresses the needs and concerns of both marketing and IT while presenting fresh opportunities for joint departmental and business growth.

Let’s take a look at three marketing and IT conflicts and how CIAM provides a highly collaborative and effective solution.

1. Usability vs. Security

2. Personalization vs. Privacy

3. Agility vs. OPEX

“Line-of-business and marketing teams can no longer manage customer identities in isolation from their S&R counterparts. This is where CIAM comes into play and can serve as a critical integration and collaboration point between security and marketing teams to deliver an optimal customer experience.”

--Forrester Research, Inc., Market Overview: Customer Identity and Access Management (CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015

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Usability vs. SecurityFor marketers to create relevant user experiences, they must be able to identify customers as they move across today’s landscape of channels and connected devices. However, user tolerance for security barriers like passwords and CAPTCHA is diminishing, causing them to abandon registration forms in search of newer and more convenient means of authentication, such as social sign-in and biometrics.

To continue to earn access to customer identities, companies must deliver the frictionless registration experiences that users expect. This is a new concept for IT leaders accustomed to focusing on captive internal employees, for whom they can enforce strict authentication protocols. And with data breaches increasing by nearly 50% year-over-year (Gemalto), IT must ensure that increasing convenience does not come at the cost of security.

A well-designed CIAM solution gives businesses the tools they need to create frictionless user experiences that maximize registrations while minimizing risk. Frontier Communications is just one of the brands trading in its homegrown

CustomerIdentity

Management

PersonalizationLoyalty UX Engagement ConversionsCross-channel unity

SecurityPrivacy complianceAccess managementScalabilityAuthorizationAuthentication

MARKETING IT

CustomerIdentity

Management

SecurityPrivacy complianceAccess managementScalabilityAuthorizationAuthentication

ITPersonalizationLoyalty UX Engagement ConversionsCross-channel unity

MARKETING

The Top 3 Reasons Why Consumers

Choose Social Login

1 They don’t want to spend time filling in registration forms

2 They don’t want to have to remember another username/password

3 They like being able to use the same identity across devices and domains

Source: Gigya 2015 State of Consumer Privacy & Personalization Survey

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registration system for the benefits that CIAM has to offer, including industry-standard API-based authentication and authorization protocols, at-rest and in-motion data encryption and robust roles and permissions-based access controls.

Personalization vs. PrivacyAs connected devices and digital experiences grow more intertwined with users’ everyday lives through social networks and the Internet of Things, consumers are demanding increasingly personalized interactions. So much so that the marketers who fail to deliver on these demands are suffering the consequences.

Ignored future communications from the company 47% 44%

Unsubscribed from the email list 57%65%UK

US

Stopped visiting the company’s website or mobile app 20%27%

Stopped buying products from the company 15%16%

Complained about the company to others either in-person or on social media platforms

such as Facebook, Twitter or Yelp7%11%

Marked the message as spam 25% 24%

Have you ever done any of the following after a company sent you irrelevant information or product recommendations (select all that apply)?

The Cost of Irrelevance

With CIAM, Frontier was able to increase registrations across web and mobile properties by 60% while standardizing password encryption, secure data storage and privacy compliance across the enterprise.

Source: Gigya 2015 State of Consumer Privacy & Personalization Survey

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Despite these demands for personalization, more than 90% of consumers say they are concerned about data privacy and how companies are using their information (Gigya), prohibiting marketers from accessing the data they need to enable relevant experiences. This requires a shift in mindset for IT leaders who are accustomed to managing their company’s internal user data, a scenario in which employee trust is assumed, all data is considered company property and privacy takes a backseat to security.

When it comes to customer identities and data, IT faces the challenge of adhering to various privacy regulations put into place by third-party social networks, identity providers and lawmakers that require businesses to put control in the hands of users. As Forrester puts it, “In the consumer world, consumers expect websites to provide granular user-centric preferences so they can decide how the firm uses their data” (Forrester Research, Inc., Market Overview: Customer Identity and Access Management (CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015).

Rather than spending months on development and maintenance to keep up with the evolution of third-party privacy policies, IT leaders can rely on CIAM to automatically manage data and regional privacy compliance in the cloud. Best-of-breed CIAM solutions also make it easy for consumers to manage and update their privacy settings in real-time, facilitating a “digital handshake” that enables marketers to provide users with the right level of personalization based on their personal privacy settings.

Agility vs. OPEXOnce businesses are able to collect customer information in a secure and compliant manner, marketing, service and sales teams need access to this data - and fast. Personalization depends on marketing agility and the ability to customize the user journey based on real-time insights, from on-site to application, smartphone to smartwatch and email to advertising.

“In employee IAM, the security teams create centralized security and privacy policies that they propagate to employees. In CIAM, customers want and expect to be able to control and manage how the firm uses and shares their personal information.”

-- Forrester Research, Inc., Market Overview: Customer Identity and Access Management (CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015

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However, 40% of CMOs believe IT teams don’t understand the urgency of integrating new data sources into campaigns to address market conditions, while 43% of CIOs say that marketing requirements and priorities change too often for them to keep up (CMO.com). Running analyses, pulling reports and integrating marketing systems have major impacts on IT OPEX.

True CIAM solutions transform customer data into an immediate asset for business leaders. Tools like data normalization, automatic indexing and rich visualization empower non-technical stakeholders to independently analyze and segment data. For example, the Canadian Olympic Committee leveraged real-time CIAM insights to build targeted ad segments based on characteristics shared by its most dedicated fans. This resulted in a 106% increase in ad conversion rates and a 51% decrease in CPC.

With CIAM, customer insights can also be immediately exchanged between existing marketing technologies through pre-built integrations. This creates the single customer view needed to build relevant and cohesive marketing communications without requiring IT to manually compile data across silos or maintain technology connectors.

Companies that put data at the center of marketing and sales decisions improve marketing ROI by 15-20%. --McKinsey

Customer ID Management

Marketing & Service Applications

Registration-as-a-Service& Social Login

Data Storage, Access, Management

Data Sync

Preference Center

Privacy & TOS Compliance

Provisioning

Auditing

Authentication

Authorization

Web

Mobile/Tablet

Connected DeviceIoT Fe

dera

tion

& S

ingl

e S

ign-

on

SocialPlugins Gamification

Identity Data Management(Profile & Activity Data)

Campaign Management

Messaging

Advertising

Content Management Systems

CRM

Email Mobile Social

DMP DSP Serving

Personalization Recommendation SEO

POSSupportCall Center

User-behavior & On-Site Activity

Campaign Response Data

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Collaboration Breeds New Opportunities

As marketing and IT collaborate to adopt strategies and solutions that support future business success, new opportunities will emerge for both departments. With immediate, unfiltered access to customer data, marketers will assume a more analytical and data-driven role.

Similarly, by offloading back office development and maintenance to a trusted CIAM solution, IT will become strategic, revenue-driving business partners with more

freedom to focus on innovation.CONSIDER THE FOLLOWING STATISTICS:

IT Role BEFORE IT Role AFTER

Success: Absence of failure Success: Acheiving business results

Balance the budget Increase revenue

Maintain system performance Drive business growth

Prevent system degradation Advance innovation

Manage company-owned devices Manage bring your own device

Prevent the use of external devices Embrace (but monitor) Shadow IT

Administer systems Deliver new customer experiences

“We’re not focused on how to make marketing successful or how to make IT successful, but how to make the company successful.” -- Gerri Martin-Flickinger, CIO, Adobe

Source: Wired Innovation Insights

To learn more about how customer identity and access management can help bridge the gap between marketing and IT goals to benefit your business, visit www.gigya.com

© 2015 Gigya, Inc. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.7230 | www.gigya.com

Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable). Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at http://www.gigya.com/privacy-policy/.

Rev: Gigya_WP_BridgingTheGap_Marketing&IT_092015

The Leader in Customer Identity Management

About Gigya

Gigya’s Customer Identity Management Platform helps companies build better customer relationships by turning unknown site visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles, and provide better service, products and experiences by integrating data into marketing and service applications.

Gigya’s platform was designed from the ground up for social identities, mobile devices, consumer privacy and modern marketing. Gigya provides developers with the APIs they need to easily build and maintain secure and scalable registration, authentication, profile management, data analytics and third-party integrations.

More than 700 of the world’s leading businesses such as Fox, Forbes, and Verizon rely on Gigya to build identity-driven relationships and to provide scalable, secure Customer Identity Management.

For more details about Gigya, visit www.gigya.com or call us at 650.353.7230.